Pricing Keeps Tomato Brands at Par

M2 market surveys reveals that there is currently no dominant brand in the tomato paste segment as different brands are enjoying more patronage in differing categories.

Most traders, who spoke to M2 during the survey which categorized the segments based on tin sizes, say this situation has been created by pricing.

In most markets visited, the 70g tin of Tasty Tom and Gino, the two brands said to dominate that category sells for N35 and N40 respectively. Mr. Sunday Akazue, who trades at Ipodo market in Ikeja, and one Mrs Olajuwon, who trades at Ojuwoye in Mushin, say that De-Donns and Mega (both newer brands) are the leaders in the 400g and 800g categories respectively. Sunday said that a 400g tin of De-Donns sells for N150 while Gino goes for N190. This position, according to him, coupled with consumers’ willingness to try out new brands, favours it over Gino. According to Mrs. Olajuwon, 800g tin of Mega sells for N350 while Gino sells as high as N420.

The survey also shows that a considerable number of the brands have joined the market while older brands such as De Rica and Ciao are said to have lost considerable market share. Among the newer brands, according to traders, are Tomato Fun, St. Rita, Sonia, Mega and De-Donns. The survey further reveals that the number of brands in sachet packs is increasing, thereby raising further competition for Gino in that category. Among these brands are Vitali and Tomato Fun.